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Cultivating loyal customers through online customer communities: A psychological contract perspective

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  • Bi, Qingqing

Abstract

Despite a number of empirical studies showcasing the power of online customer communities in fostering customer loyalty, the underlying theoretical foundations for this phenomenon remain unclear. Drawing upon psychological contract theory, this study aims to provide a new perspective to understand the exchange relationship between e-retailers and customers through online customer communities. The proposed research model extends the classic trust-commitment framework and incorporates the constructs of feelings of gratitude and personal reciprocity. It addresses the psychological process in relationship development and opens the “black box” between higher-order mental constructs to investigate loyalty. The results of this study indicate that in order to build effective loyalty programs and generate economic benefits from investments in online customer communities, e-retailers should improve customers' awareness of the benefits they receive from these communities, design appropriate strategies to motivate customers' feelings of gratitude, and activate customers' gratitude-based reciprocal behaviors.

Suggested Citation

  • Bi, Qingqing, 2019. "Cultivating loyal customers through online customer communities: A psychological contract perspective," Journal of Business Research, Elsevier, vol. 103(C), pages 34-44.
    • Handle: RePEc:eee:jbrese:v:103:y:2019:i:c:p:34-44
    DOI: 10.1016/j.jbusres.2019.06.005
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    2. Shaikh, Aijaz A. & Alharthi, Majed D. & Alamoudi, Hawazen O., 2020. "Examining key drivers of consumer experience with (non-financial) digital services—An exploratory study," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
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    7. Li Qu & Cuiyi Liu & Jielin Yin, 2023. "Effects of Person–Environment Fit on Users’ Willingness to Contribute Knowledge in Virtual Brand Communities," Sustainability, MDPI, vol. 15(18), pages 1-17, September.
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    9. Liu-Thompkins, Yuping & Khoshghadam, Leila & Attar Shoushtari, Arjang & Zal, Saeed, 2022. "What drives retailer loyalty? A meta-analysis of the role of cognitive, affective, and social factors across five decades," Journal of Retailing, Elsevier, vol. 98(1), pages 92-110.
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